The ‘Size Doesn’t Matter’ campaign launched by the Canadian Federation of Jewish Students (CFJS) highlights Israel’s accomplishments in medicine, technology, science, business and humanitarian aid. (See there website link below, as well as a YouTube video reflecting the essence of the campaign.)
I am delighted that the CFJS has taken the initiative to create a campaign showing the beauty, courage and successes of our small country – Israel. Clearly there is a great need to do so because: a) our adversaries have become very efficient in PR and marketing, leaving the Jewish people behind; b) both Jews and non-Jews are often very uneducated about the dimensions of Israel, its small population and the incredible affect it has on the world; c) more and more Jewish students and families are showing fear about expressing their love of the Jewish people, Judaism and Israel.
(I will write more about this in the future, however suffice it to say that I continually hear from teachers, principals and Jewish leaders about their constituents, congregants, students etc. expressing this sentiment about their Jewishness. Europe [Jews in France are afraid to wear kippot etc.] is slowly coming to North America).
Once again, accolades to Jewish students for taking the initiative to show off Israel and the Jewish people to the world.
I do not believe, however, that the theme of this campaign is appropriate, nor is it terribly Jewish. Using a provocative and sexual reference to the size of one’s manhood in describing Israel, is to me drawing upon a very base tone and form of messaging generally reserved for mindless Reality TV and talk shows.
There is something very holy and precious about our people and Home. While the beaches of Eilat are clearly a draw for many tourists, as is Tel Aviv nightlife, so too are the cul de sacs of old Jerusalem and the artistry of Sefat.
To distill all of this down to an advertising campaign where an attractive woman reflects on the anatomical symbol of her well buffed boyfriend’s virility, detracts from the historic and current meaning and purpose of the State of Israel.
Israel exists as a homeland for the Jewish people, as a place where we are allowed to be a ‘light unto the nation’ and where our fathers and grandmothers fled to escape slaughter. This can never be forgotten and is certainly not seen through this campaign.
Moving forward, Israel is also a place where young people party, learn about sex, joyfully discover their youth and adulthood. While there is room for humor in all of this – and no doubt we Jews need to laugh more - I think that in this case we will be laughed at.
Essentially the CFJS has decided to use racy comedy club humor (which is fine in a comedy club) to showcase Israel. I think they may have forgotten this message goes out to their contemporaries, non-Jews including our enemies, and my Mother. (I know I don’t want to be in the room if she asks for an explanation as to what this message means).
I am not a prude by any stretch. I am a big supporter of independent Jewish student programming and advocacy, but I fear in this case a mistake was made and encourage those who constructed this campaign to rethink it.
Israel is indeed small and its successes enormous. The number of Jews in the world is almost insignificant compared to the world population, but we have made some serious inroads, both today and years gone by. That point was made through this campaign, however in a very provocative way, and through words and images that will only appeal to a very select group of people.
Certainly this campaign is garnering a lot of recognition. The website is getting hits galore. The truth be told though is, we shouldn’t compromise our values through the process. The ends do not necessarily justify the means. This process, I believe, does not symbolize the best of our values.
Be proud. Be hip. Be edgy. Be funny and clever. And while you’re at it, students please consider there are many people watching us, now wondering about our choice of messages, and what it is exactly so many people have died for and continue to fight on behalf of.
Well done students for showing your independence from the ‘man’. Just ask around a bit more next time to gauge your market. I believe you missed the target this time.
http://www.sizedoesntmatter.ca/wp-content/themes/sdm_theme/splash.php
Dear Jewish day school principals, teachers, boards and parents: